Health Rises to the Top of 2015 Bakery Trends

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Health Rises to the Top of 2015 Bakery Trends

12/03/2014

MADISON, Wis. — Health, portion size and indulgence are the top trends that will drive in-store bakery purchases in the coming year, according to the International Dairy-Deli-Bakery Association (IDDBA).

Consumer-perceived health benefits are driving variety in bakery products. “We’re seeing greater use of ‘superfoods’ in bakery products such as pomegranate and chia seeds, especially in breakfast bakery,” Lynn Brotzman, associate client manager for Nielsen Perishables Group, noted in a new IDDBA research report. “Gluten-free breads, rolls and muffins are also generating interest.”

According to the association's research, Engaging the Evolving Shopper: Serving the New American Appetite, Millennials are particularly drawn to these types of food options in the bakery department.

“As Millennials are 50 percent more likely than Boomers to place an importance on digestion-related health claims such as gluten- or lactose-free, in-store bakeries should focus on the cues of whole grains, gluten-free products, authenticity, freshly-baked items and healthy snack,” noted Eric Richard, education coordinator for IDDBA. “This can be achieved through visual impressions and department signs, which have a high interest among Millennials.”

Nearly 40 percent of Millennials buy their baked goods at “preferred stores,” as opposed to the primary stores at which they buy their other groceries, which provides an opportunity for bakeries to be seen as more relevant to this all-important consumer group, Richard added.